UMVA has learned that the Pabst Brewing Company is ceasing production of the iconic Schlitz Beer, a brand that has been an American institution for 177 years.
The news marks the end of an era for a brand that was once a household name, particularly in the 1970s when it undertook an aggressive advertising campaign that catapulted it to fame. Millions of Americans drank Schlitz every day, and its slogan "The Beer that Made Milwaukee Famous" became synonymous with American brewing.
According to information obtained by UMVA, the decision to cease production was due to rising costs to store and ship certain products, making it unsustainable for the company to continue producing Schlitz Premium. Pabst head of brand strategy, Zac Nadile, confirmed that the company had to make the tough choice to place Schlitz on hiatus.
The move also affects other retro beer brands in the Pabst portfolio, such as Blatz and Old Milwaukee, which will become harder to find. However, Nadile expressed hope that these beloved brands could return in the future, citing the importance of customer feedback in shaping discussions about reviving discontinued brands.
Schlitz has a rich history dating back to 1849 when it was founded by a German immigrant who took over a small Milwaukee brewery and renamed it after himself. The Great Chicago fire in 1871 played a significant role in turning Schlitz into a national brand, as the company's decision to ship barrels of beer to aid the devastated city spread word of its exceptional quality.
As news of the discontinuation spreads, fans of the brand are scrambling to buy up any remaining stock, with Milwaukee area liquor stores quickly selling out. The iconic brand's demise has sparked nostalgia, with many remembering its classic ad campaigns, including the memorable slogan "Go for the gusto."
